How Kylie Jenner turned a $29 Lip Kit into a $900M beauty empire
Kylie Jenner launched her beauty business at just 17 with help from her mother, Kris Jenner. The venture quickly grew into a multimillion-dollar empire, starting with a single product: the Lip Kit. Within minutes of its release, demand skyrocketed—and so did the challenges.
In November 2015, Jenner introduced her first Lip Kit, priced at $29 each. The initial stock of 15,000 units sold out in under a minute. The sudden success, however, brought unexpected pressure, as high demand led to customer frustration and online harassment.
By 2016, Kylie Cosmetics had generated over $300 million in revenue, largely through social media advertising. Two years later, the company's valuation reached a reported $900 million. Despite the rapid growth, Jenner faced stress from managing the brand's explosive popularity. In 2020, she sold a 51% stake in the company to Coty Inc for $600 million. Even after the sale, Jenner stayed involved, overseeing creative and marketing decisions. Meanwhile, her personal life also made headlines, including a three-year relationship with actor Timothée Chalamet.
Kylie Cosmetics transformed from a small startup into a major beauty brand in just a few years. The company's early success relied on direct-to-consumer sales and social media influence. Though Jenner stepped back from full ownership, she continues to shape the brand's direction.
